Global shipments of smart personal audio devices —including true wireless stereo (TWS) earbuds, wireless headphones, and earphones — reached 455 million units in 2024, up 11.2 percent from the previous year, according to Canalys.
China and emerging markets across Asia-Pacific, Latin America, the Middle East, and Africa, are fuelling this growth.
Domestic brands such as Xiaomi and Huawei are leveraging their smart ecosystem strategies to enhance user experiences through seamless integration with IoT devices. This not only strengthens their market presence but also positions them favourably against established players such as Apple, Sony and Bose, who continue to dominate through advanced technology and high-end product offerings.
Emerging brands are also making significant strides by targeting niche markets. Companies like Shokz and Cleer Audio have carved out a space in the sports and health segments with innovative open-form designs.
Meanwhile, Oladance has gained attention for its collaboration with AI Doubao, which has revolutionized translation technology in audio devices — an initiative that is rapidly being adopted by competitors aiming to meet global communication needs.
The growth in this sector is further fueled by advancements in artificial intelligence (AI), with manufacturers exploring new applications that enhance functionality. Current innovations focus on health monitoring through AI-driven assessments, adaptive audio technology that adjusts sound based on environmental conditions, and real-time translation features that are becoming increasingly prevalent in mid-range products.
Canalys expects global shipments of smart audio devices to exceed 500 million units by 2025. The market is expected to witness a wave of innovative products featuring novel functionalities and designs, alongside increased collaborations among brands to build comprehensive ecosystems.
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Entelechy Asia 